in fact, a lot of people don't use your land lines and they use cell phones. i just simply had this question. i wondered. guest: we are reaching people on cell phones now. both firms are taking great strides to not only reach people on land lines but cell phones. it is absolutely getting harder to do what we do, but we reach people wherever they are. guest: and we look at things a lot of the public polls don't electric at in terms of intensity, in terms of the gap, in terms of loyalty, and we're doing the same thing, we're looking at cell phones. i will say, one of the insider concerns we have is that we ask a very specific question, in the very beginning, if they're on a cell phone, is are you driving. and if they say they're drying, then it's can we call you back. so not only is it a problem of getting the cell phones, it's a problem of we have to be somewhat responsible in not talking to someone on the cell phone when they're driving down the road. host: last question for both of you, michael bocian, i'll begin with you, what one uncertainty concerns you th